CHI ventures down more mean streets for Carphone’s iD

Would-be “challenger” mobile network iD, owned by Carphone Warehouse, is launching the fourth instalment of its ‘Do Your Own Thing’ campaign on Facebook video. ‘Blind Fighter’ features Lee Hoy from South Shields who has found his way in life through the rather painful route of martial arts.

Created by Carl Storey at CHI&Partners and directed by Ben Hanson and Simon Frost through CHI’s in-house production company Carbon.

ID Mobile head of marketing Mark Bowles says: “Lee’s story is an incredibly moving, compelling narrative about what it means to turn negatives into positives and be the master of one’s own life. It powerfully captures the spirit of individuality and control that we wanted to celebrate throughout this campaign, ‘Do Your Own Thing’. We hope it resonates with audiences young and old who want to feel empowered and inspired to celebrate their individuality, rejecting a ‘one-size-fits-all’ approach to life.”

Here’s an earlier one from the campaign, ‘Urban Riders’ in The Wire territory of north Philadelphia.

ID claims to offer packages tailored to individuals unlike its rivals and, one presumes, the campaign is working as it continues on what looks like a pretty reasonable budget for online video.

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.